Vidmob Launches The Aperture
The Aperture provides marketers with a structured framework to decode the impact of creative choices—like tone, storytelling, and production quality—on campaign performance.
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Vidmob has announced the launch of The Aperture, its new proprietary, differentiated technology that will provide marketers with a structured framework to assess creative parameters and their impact on performance.
The technology can break down creative decisions into measurable elements and contextualise those elements into categories that are essential for marketers to understand, such as production level, storytelling, and tone.
The Aperture helps advertisers go beyond a surface-level understanding of advertising effectiveness and uncovers which creative decisions drive performance.
The Aperture will help answer questions such as whether and why their influencer content is working, if subtle branding is as effective as overt branding, or if a problem-solution story arc or testimonial drives more conversions.
“We’re incredibly proud of The Aperture, it gives marketers the essential data framework needed to measure and decode creative impact, and we believe it will be essential for driving the success of future campaigns,” said Alex Collmer, CEO, Vidmob.
“While other tools on the market can provide tags, The Aperture delivers an additional layer of marketing context and creative intelligence that can help marketers harness the power of creativity,” he added.
Tom Saunter, SVP, Global Head of New Solutions at WPP Media, said, “At WPP Media, as experts in creative intelligence, our analyst teams have historically combined data from multiple AI sources to generate the insights we need – but the latest evolution of Vidmob’s Aperture changes that.”
“Its expanded taxonomy brings a new level of depth and structure, making it the most complete creative dataset we’ve worked with. It offers a richer palette for creative understanding, enhances explainability of media performance, and integrates seamlessly with the advanced AI scoring and analytics systems we’re activating for WPP clients.”
The Aperture framework has been shaped by input from a broad group of partners and customers. Vidmob recently collaborated with key partners to refine and expand the system to 22 categories aimed at improving decision-making across the platform.
These additions help identify insights, set brand-aligned benchmarks, and support GenAI-driven creative work, forming a strong foundation for more efficient and informed content production at scale.
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